Summary (Major Purpose of the Role):

The Product Manager, New Products is accountable for driving new product growth within a dedicated Consumer sales channel (Amazon, Retail, eCommerce, and Direct-to-Consumer [DTC]) by identifying meaningful growth opportunities, developing annual and long-range product plans, and leading priority products from concept through launch. This role balances channel growth strategy with strong execution across the development process, cross-functional project management, sell-in readiness, and go-to-market activation to ensure the right products are brought to market successfully and deliver sustained growth within the consumer marketplace.

This posting is open across a range of experience levels - Associate Product Manager through Senior Product Manager. The specific title and level offered will be determined based on the selected candidate's experience, scope of prior responsibility, and demonstrated capability. The core accountabilities below describe the full scope of the Product Manager, New Product function; the depth of ownership, independence, and strategic scope of the role will scale with the level at which it is filled.

Key Responsibilities:

Sales Channel Growth Strategy

• Own new product growth strategy for the assigned sales channel, inclusive of annual and long-range growth plans.
• Develop a deep understanding of channel dynamics, customer needs, buyer expectations, competitive activity, pricing thresholds, and growth opportunities.
• Build and maintain a channel-specific new product roadmap aligned to business priorities.
• Partner with sales leadership to understand customer feedback, assortment gaps, and opportunities to strengthen the channel.

New Product Opportunity Identification

• Identify and evaluate new product opportunities that can drive growth in the assigned sales channel, both within existing product categories and in new categories the business should consider entering.
• Assess white space, competitive gaps, customer pain points, and emerging market trends.
• Recommend and prioritize opportunities to move forward based on channel fit, sales potential, margin opportunity, and strategic value.

Market, Customer, and Competitive Analysis

• Conduct market and competitive research to understand product trends, pricing, positioning, and customer expectations.
• Analyze sales data, customer input, competitive assortments, and channel performance to inform product decisions.
• Identify where Drive can win through product features, pricing, quality, assortment, service, or speed to market.
• Translate insights into clear product recommendations and business cases.

Business Case and Product Requirements

• Develop business cases for new product and new category opportunities.
• Define target customer, channel need, sales opportunity, pricing assumptions, margin expectations, cost targets, launch timing, and key risks.
• Create product requirements that reflect customer needs, competitive benchmarks, regulatory considerations, and business objectives.
• Partner with sourcing, engineering, design, quality, regulatory, legal, finance, and operations to validate feasibility.

Product Development and Cross-Functional Execution

• Lead assigned new product projects from concept through launch.
• Manage timelines, milestones, owners, risks, and key decisions.
• Drive cross-functional accountability and ensure teams remain aligned on scope, timing, cost, quality, and launch expectations.
• Escalate risks early and recommend solutions when projects are off track.

Channel-Focused Product Positioning

• Own product-level positioning, including value proposition, key features, competitive differentiation, pricing inputs, and intended channel strategy.
• Provide clear product inputs to channel marketing, content, and sales teams.
• Partner with channel marketing to translate product strategy into customer-facing messaging, packaging inputs, sales tools, and launch materials.
• Ensure product positioning is grounded in the needs of the assigned sales channel.

Launch Readiness and Commercialization Support

• Partner with sales, channel marketing, planning, operations, regulatory, quality, and customer-facing teams to ensure launch readiness.
• Support item setup, pricing alignment, inventory readiness, sales enablement, product training, and customer communication needs.
• Ensure internal teams understand the product, why it matters, how it supports the channel, and how it should be positioned.
• Support early launch execution and remove barriers that could delay adoption or sales traction.

Post-Launch Support and Handoff

• Monitor early post-launch performance, including sales results, channel adoption, customer feedback, quality issues, and launch barriers.
• Partner with sales and marketing to address early performance gaps or customer objections.
• Ensure products are transitioned cleanly to the Portfolio Optimization team after launch criteria and handoff requirements are met.
• Provide clear handoff documentation, including product background, launch learnings, performance insights, and recommended next steps.

Competencies:

• Strong ownership of channel growth, with the ability to identify opportunities beyond the current portfolio
• Ability to translate market insights and customer needs into clear product direction and well-defined product concepts
• Commercial curiosity and solid business acumen, including the ability to apply financial and market understanding to product decisions
• Strong analytical thinking and sound judgment to evaluate options, trade-offs, and risks
• Proven ability to lead and align cross-functional teams across sales, marketing, sourcing, engineering, quality, regulatory, and operations
• Effective communication and influencing skills, with the ability to present ideas clearly, drive alignment, and escalate risks proactively
• Strong execution discipline, bias for action, and follow-through in a fast-paced, matrixed environment
• Ability to balance customer needs, business priorities, cost, timeline, and risk while working through ambiguity

Reporting Relationships:

• Reports directly to the Director, Product Management
• Works cross-functionally with Sales, Marketing, Operations, Finance, Sourcing, Quality, Engineering, Regulatory, and Customer Service teams
• No direct reports initially; potential future leadership responsibilities based on organizational growth

Education and Experience:

Associate Product Manager

• BA degree preferred; Marketing, Business, Healthcare
• 1-3 years of Product management, product development, category management, or related commercial experience
• Product Development and Business Development Experience
• Strong project management and cross-functional leadership skills
• Industry experience preferred
• Medical Device/CPG Experience preferred
• Global Experience preferred

Product Manager

• 5+ Product management, product development, category management, or related commercial experience
• Product Development and Business Development Experience
• Strong project management and cross-functional leadership skills
• Industry experience preferred
• BA degree preferred; Engineering, Marketing, Business, Healthcare
• Medical Device/CPG Experience preferred
• Global Experience preferred

Senior Product Manager

• 8+ years of product management, category management, portfolio management, or business management experience, including demonstrated leadership or mentoring of other Product Managers
• Bachelor's degree required in Business, Marketing, Engineering, Healthcare, or related field; advanced degree preferred
• Experience with oxygen concentrators, oxygen delivery systems, or related respiratory/oxygen product lines strongly preferred
• Experience managing in-market product portfolios required
• Track record of cross-functional leadership and executive-level communication

All Levels

• Strong experience with performance analytics, pricing strategy, and margin management
• Experience leading cross-functional initiatives and operational execution

Competitive Benefits, Paid Time Off, 401(k) Savings Plan. PM Incentive Plan

Pursuant to New York law, Drive medical provides a salary range in job advertisements. The salary range for this role is from $72,000 to $110,000 annually. Actual salaries may vary depending on factors such as the applicant's experience, specialization, education, as well as the company's requirements. The provided salary range does not include bonuses, incentives, differential pay, or other forms of compensation or benefits which may be offered to the applicant, if eligible according to the company's policies.